Article2009

Should You Launch a Fighter Brand

25 citations0/0 files storedHarvard business review

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Consumer Market Behavior and Pricing Business Strategies and Innovation Consumer Behavior in Brand Consumption and Identification

Abstract

If your premium brand is losing share to cheap rivals, you can fight back by creating an inexpensive brand of your own. Just beware these common hazards.

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2016Mastering Strategic Management 2018Do brands compete or coexist? How persistence of brand loyalty segments the market 2014Fooled by Heteroscedastic Randomness: Local Consistency Breeds Extremity in Price-Based Quality Inferences 2011Practice Prize Paper—Applying a Dynamic Model of Consumer Choice to Guide Brand Development at Jetstar Airways 2014How to protect your premium product from low-price competitors: Price, quality, or portfolio adjustment?

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